ALL THE STRATEGY THAT FITS; THE RUBBER BRIDEGROOM; THE CASES ARE LOADED

Published on .

Most Popular
The coincidence is as strange as some of the spots. Agencies on opposite coasts, Stein Robaire Helm in Los Angeles (now Kresser Stein Robaire) and Earle Palmer Brown/Philadelphia have created TV campaigns for newspapers that bear uncanny similarities.

First, both show extreme consequences of not reading the paper, specifically the front page headlines. SRH's The Orange County Register campaign, directed by Gary Johns of Johns & Gorman Films, Los Angeles, includes a spot in which a demented dam operator floods a park, wiping out a picnicking catalog-perfect family that's missed the headline, "Park to Flood at Noon."

Similarly, EPB's campaign for The Philadelphia Inquirer, shot by Mark Tiedemann of Crossroads Films, New York, contains a comic spot in which a biker gang bursts into a club only to find a rockin' bingo tournament. "Local Night-spot Under New Ownership." Then there are the taglines: "The Orange County Register. Get it, or wonder what you're missing," and "Don't you hate being the last to know? The Philadelphia Inquirer. Best to read it every day."

Both agencies claim ignorance of the other's campaigns, though EPB creative director Mike Drazen jokes, "Both great and mediocre minds can come up with similar themes."

Additional credits to EPB art director Doug Hill and writers Kelly Simmons and Matt Finio; SRH credits to co-CDs John Stein and Jean Robaire, writer Clay Williams and art director Chuck Bennett.

Instead of focusing on the AIDS prevention aspect of condoms, two :30s for Sheik, a brand from London International U.S. Holdings, try "to take the science out of the bedroom," explains art director Scott Pacer of the West Group in Tampa."We wanted to poke fun at all the doom and gloom."

Directed and edited by John Danza at Radical Media, New York, one spot shows a teen ranting about condoms. "It's repression, man!" he hollers, adding, no pun intended, "It's just another tool of the establishment!" After declaring he won't use them, a sexy brunette saunters by and hands him a Sheik. "Use one or get none," she says dryly. He's instantly swearing by them, bellowing, "Thank you! Thank you, Mr. Sheik!"

Airing on MTV, the campaign includes another spot, which the network will only play after 10 p.m., that employs sound effects from a farcial lovemaking session backed by industrial footage. The tag: "Sheik. Get Some."

Other credits to writer Matt Stiegman, CD Martin Macdonald, producer Carol Cohen and Marc Karzen of Karzen Communications, who directed the second spot.

For a Score Select trading cards campaign, art director Peter Winecke says he and writer John Neumann teetered between images that would catch kids' attention and the outright grotesque. "At one point we had Gatorade squirting out of his ears," Winecke jokes of the blimp football player pictured below. "We tried not to go over

board."

Created at Carmichael Lynch, Minneapolis, the campaign employs wry captions and cartoony photos to appeal to kids and underscore the value of limited edition Score Select cards, which are sold by Pinnacle Brands. The ad seen here was shot by Rick Dublin of Minneapolis' Dublin Productions. Another ad, shot by Nick Vedros of Kansas City, shows a pitcher with a mile-long arm, stretched from too many pitches. Headline: "4,950 innings is a lot. 4,950 cases of Select is not."

The ads, which will run in trading card magazines, were created before the hockey and baseball strikes, Winecke says. Other credits to creative director Kerry Casey and Minneapolis' Brad Palm, who supplied the computer retouching.

In this article: